question #12 how many internet users are purchasing online? 55% (77% browsed/shopped) vs. 51% and...
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Question #12
How many Internet users are purchasing online? 55% (77% browsed/shopped) Vs. 51% and (75%) last year
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Question #13
What is the main advantage of being a pure-play e-tailer? Focused and nimble
What is the main advantage of being a multichannel e-tailer? Brand name Synergies
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What has Amazon done right?
Amazon simplifies shopping Equity built with consumers is
saving Amazon with investors Selection, competitive prices Ease of navigating
site/convenience Delivery speed and options Partnerships
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Multi-Channel Integration
Watch video tape What are the 3 formats discussed? What are the 3 models of multi-
channel integration? 2 emerging models?
What are the 2 ways multi-channel retailers are structured?
List of group members – IC #6
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Achieving Integration
Creating consumer value Leveraging the multi-channel
business model Developing new revenue
streams Channel synchronization
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Consumer Value Proposition
Risk ReductionStores Catalog InternetGratification
Objectivity/credibility
Information
Trial PricePers. Service
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Consumer Value Proposition
Shopping Ease
Stores Catalog Internet
Payment options
Portability Accessibility
Impulse Longevity Selection
Intentional Browsing
Accessibility
Convenience
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Consumer Value Proposition
Shopping Experience
Stores Catalog Internet
Entertainment
Ideas Personalization
Social Interaction
Uniqueness
Immediacy
Community
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Leveraging the Multi-Channel Business Model
Leverage existing assets Overcome channel-specific
limitations Gain insight into cross-
channel shopping behavior
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Leveraging Existing Assets
Brand name recognition
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Leveraging Existing Assets
Brand name recognition Advertising Customers Physical assets Supply chain capabilities Service capabilities
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Overcoming Channel Specific Limitations
Stores Space
constraints Inconsistent
execution
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Overcoming Channel Specific Limitations
Catalogs High cost
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Overcoming Channel Specific Limitations
Catalogs High cost Static
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Overcoming Channel Specific Limitations
Internet Lack of visibility
Amazon, wine.com, cooking.com, Mycashmere, Gold Violin launched catalogs
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Overcoming Channel Specific Limitations
Internet Lack of credibility
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Gaining Consumer Insight Capture true demand
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Gaining Consumer Insight Capture true demand Cross-channel visibility Customer feedback
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Building the Brand
$1,051
$242$194
$121$0
$200
$400
$600
$800
$1,000
$1,200
Internonly
Store only Catalogonly
Multi
JCPenneyyearly spend
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Building the Brand
$900
$400
$150
$0
$100
$200
$300
$400
$500
$600
$700
$800
$900
$1,000
1 Channel 2 Channels 3 Channels
Eddie Baueryearly spend
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New Revenue Streams Intensification
Current market/existing customers
Avon, Tupperware, Walgreens Extension
Current market/new customers Eddie Bauer, Sharper Image, Lands’ End – online are new
Victoria’sSecret – men on line
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New Revenue Streams Extension
Current market/new customers Eddie Bauer, Sharper Image, Lands’ End
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New Revenue Streams Expansion
Current market/new geographic markets
REI-Japan Diversification
New products, services, solutions
Eddie Bauer – Children’s Gap - Maternity
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Channel Synchronization Extension of a common brand
Most valuable asset Associated with lifestyle and customer rather than retail format, channel, geography, etc.
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Channel Synchronization Merchandise consistency
Limited or focused discrepancy across channels
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Channel Synchronization Pricing
Use of flexibility
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Channel Synchronization
Pricing Use of
flexibility
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Channel Synchronization Cross Promotion
In-store catalog desk/web kiosk Pick up catalog in store Order catalog on line Retail store locators online/catalogs
Advertising circular available online
In-store signage promoting web site and catalog
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Channel Synchronization Fulfillment
In-store pickup of online goods Inhouse vs outsourcing East of returns
Customer Relationship Management Leverage at all customer touch points Data management technology